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Internet first for trusted news and communcation

'The Internet is trusted, portable and immediate.' MIAA

We are addicted to our mobile phones, but a study from Nielsen has found that the internet has overtaken the mobile phone as the preferred medium of communication, as well as being rated first as trusted news source.

Nielsens 2010 Internet & Technology Report found 44% of Australians would use the internet, including email, instant messaging and social networks as a preferred method of communication. Only 30% of respondents said they looked to mobile phones first when looking to communicate with family, friends and colleagues.

The report, which is based on self reported weekly averages, also found that the average internet user in Australia:
• spends 17.6 hours online per week (an increase of 9%) or 19.7 hours for those with broadband
• spends a significant amount of time media multitasking - nearly half of respondents watch TV and use the internet at the same time, with 38% multi-tasking radio and internet.
• still prefers newspapers as their primary source of news (38%) but the internet is catching up with three in ten internet users turning to the web first for news. However in metropolitan areas the web equals newspapers as the favoured source of news.
• trusts the internet more than TV, newspaper or radio as a preferred source of information and opinions.

“Changes to the Australian media landscape in recent years such as the introduction of Freeview TV, digital radio and PVR/DVRs (personal video recorder/digital video recorder) mean consumers have more options and flexibility in their media choices than ever before,” notes Matt Bruce, Managing Director of Nielsen’s online business in Australia.

“This is reflected in the growth of hours spent across a range of media and the popularity of media multi-tasking.”

More at au.nielsen.com

by Jeni Bone

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12:16 AM Mon 8 Mar 2010 GMT

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